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Niewielkie ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Tekst omawia najpopularniejsze teorie wyjaśniające zachowania konsumentów i pokazuje potrzebę rozumiania zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.

Spis treści

Ch. 1 Consumers rule 4
Ch. 2 Perception 46
Ch. 3 Learning and memory 82
Ch. 4 Motivation and values 116
Ch. 5 The self 154
Ch. 6 Personality and lifestyles 194
Ch. 7 Attitudes 232
Ch. 8 Attitude change and interactive communications 264
Ch. 9 Individual decision making 302
Ch. 10 Buying and disposing 340
Ch. 11 Group influence and opinion leadership 378
Ch. 12 Organizational and household decision making 414
Ch. 13 Income and social class 450
Ch. 14 Ethnic, racial, and religious subcultures 482
Ch. 15 Age subcultures 510
Ch. 16 Cultural influences on consumer behavior 540
Ch. 17 The creation and diffusion of global consumer culture 568

Stan

Książka wygląda jak nowa. Bez zaznaczeń.


O książce

Autor jest uznawany za twórcę marketingu bezpośredniego.


Spis treści

1. Direct Marketing Is a Strategy, Not a Tactic

It's not an ad with a coupon, it's not a commercial with a toll-free number, it's not a mailing, a phone call, a promotion, a database, or a Web site; It's a commitment to getting and keeping valuable customers.

2. The Consumer, Not the Product, Must Be the Hero

The product must create value for each of its consumers. It must satisfy consumers' unique differences, not their commonalities. The call of the Industrial Revolution was manufacturers saying, "This is what I make, don't you want it?" The call of the Information Age is consumers asking, "This is what I need, won't you make it?"

3. Communicate with Each Customer or Prospect as an Audience of One

Advertising must be as relevant to each consumer as the product or service is. General advertising and more targeted direct marketing must both be part of a holistic communication strategy.

4. Answer the Question "Why Should I?"

The most dangerous question a prospect or customer asks is "Why should I?" And he may ask it more than once -- but never of you. The product and its communication stream must continue to provide him with both rational and emotional answers.

5. Advertising Must Change Behavior, Not Just Attitudes

Favorable consumer attitudes go only part of the way to creating sales. It's also the consumer's accountable actions such as inquiries, product trials, purchases, and repurchases that create profits.

6. The Next Step: Profitable Advertising

The results of advertising are increasingly measurable;they must now become accountable. Advertising can't be just a contribution to goodwill -- it must become an investment in profits.

7. Build the "Brand Experience"

Customers have to know and feel the brand as an experience that serves their individual needs. It has to be a total and ongoing immersion in satisfaction that includes everything from packaging to point of purchase, repurchase, and after-sale service and communications.

8. Create Relationships

Relationships continue to grow -- encounters do not. The better the buyer-seller relationship, the greater the profit.

9. Know and Invest in Each Customer's Lifetime Value

One automobile dealer calculated that a lifetime of cars sold to one customer would be worth $332,000. How much should a marketer spend to create such a loyal lifetime customer for a given product or service?

10. "Suspects" Are Not "Prospects"

"Prospects" are consumers who are able, ready, and willing to buy, "suspects" are merely eligible to do so. Communicating with prospects reduces the cost of sales; communicating with suspects raises the cost of advertising.

11. Media is Contact Strategy

Measurable results from media, not the number of exposures, are what counts. Measurements such as "reach" and "frequency" are out of date. Only "Contacts" can begin relationships.

12. Be Accessible to Your Customers

Be there for your customers--be their database and source of information and service through as many channels of communication as possible. They can't tell you what they need unless they can reach you.

13. Encourage Interactive Dialogues

Listen to consumers rather than talk at them. Let them "advertise" their individual needs. They'll be grateful for your responsiveness. Convert one-way advertising to two-way information sharing.

14. Learn the Missing "When?"

The answer "Not now" is as dangerous to advertising as "Not this." Only consumers know when they are ready to buy, and they will tell you if you ask them in the right way.

15. Create an Advertising Curriculum That Teaches as It Sells

A "curriculum" is a learning system that teaches one "bit" of information at a time. Each advertising message (bit) can build on the learning of the previous one. It can teach consumers why your product is superior and why they should buy it.

16. Acquire Customers with the Intention to Loyalize Them

Promotions sell product trials -- but not ongoing brand loyalty. They may also attract the wrong customers, who may never become loyal. The right customers must be acquired and persuaded to want what the product does and not what the promotion offers. The right customers may in fact be your competitor's best customers.

17. Loyalty Is a Continuity Program

"Totally satisfied" customers are least likely to fall away. Those who are merely "satisfied" may fall away without warning. To build ongoing relationships, rewards for good customers should be tenure-based (on previous purchases, usage behavior, and length of relationship). Rewarding "tenure" can prevent competitors from "conquesting" your best customers.

18. Your Share of Loyal Customers, Not Your Share of Market, Creates Profits

Spend more on the good customers you have. Ninety percent of most companies' profits come from repeat customers. It costs six to ten times as much to get a new customer as to keep an old one.

19. You Are What You Know

Data is an expense -- knowledge is a bargain. Collect only data that can become information, which, in turn, can become knowledge. Only knowledge can build on success and minimize failure. A company is no better than what it knows. 

Stan

Minimalne ślady uzywania na okładce. Wewnątrz bez zaznaczeń.


O książce

Podstawy zarządzania marką, opisane przez jednego z najwybitniejszych specjalistów w tej dziedzinie. Lektura obowiążkowa dla wszystkich, którzy zajmują się brandingiem.


Spis treści

Preface and Acknowledgments

1. What Is Brand Equity?

The Ivory Story
The Role of Brands
Brand-Building Neglect
The Role of Assets and Skills
What Is Brand Equity?
What Is the Value of a Brand?
Brand Value Based upon Future Earnings
Issues in Managing Brand Equity
The Plan of the Book

2. Brand Loyalty

The MicroPro Story
Brand Loyalty
Measuring Brand Loyalty
The Strategic Value of Brand Loyalty
Maintaining and Enhancing Loyalty
Selling Old Customers Instead of New Ones

3. Brand Awareness

The Datsun-Becomes-Nissan Story
The GE-Becomes-Black & Decker Story
What Is Brand Awareness?
How Awareness Works to Help the Brand
The Power of Old Brand Names
How to Achieve Awareness

4. Perceived Quality

The Schlitz Story
What Is Perceived Quality?
How Perceived Quality Generates Value
What Influences Perceived Quality?

5. Brand Associations: The Positioning Decision

The Weight Watchers Story
Associations, Image, and Positioning
How Brand Associations Create Value
Types of Associations

6. The Measurement of Brand Associations

The Ford Taurus Story
What Does This Brand Mean to You?
Scaling Brand Perceptions

7. Selecting, Creating, and Maintaining Associations

The Dove Story
The Honeywell Story
Which Associations
Creating Associations
Maintaining Associations
Managing Disasters

8. The Name, Symbol, and Slogan

The Volkswagen Story
Names
Symbols
Slogans

9. Brand Extensions: The Good, the Bad, and the Ugly

The Levi Tailored Classics Story
The Good: What the Brand Name Brings to the Extension
More Good: Extensions Can Enhance the Core Brand
The Bad: The NameFails to Help the Extension
The Ugly: The Brand Name Is Damaged
More Ugly: A New Brand Name Is Foregone
How to Go About It
Strategy Considerations

10. Revitalizing the Brand

The Yamaha Story
Increasing Usage
Finding New Uses
Entering New Markets
Repositioning the Brand
Augmenting the Product/Service
Obsoleting Existing Products with New-Generation Technologies
Alternatives to Revitalization: The End Game

11. Global Branding and a Recap

The Kal Kan Story
The Parker Pen Story
A Global Brand?
Targeting a Country
Analyzing the Context
A Recap
Notes
Index

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Fascynujące spojrzenie na ostatnie 200 lat amerykańskiej reklamy. Setki ilustracji najlepszych reklam i kampanii.

Stan

Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.


O książce

Bestseller na rynku amerykańskim. Kompleksowe omówienie zintegrowanej komunikacji marketingowej. Dla studentów i specjalistów.

Spis treści


Part 1: The Role of IMC in Marketing

Chapter 1: An Introduction of Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process

Part 2: Integrated Marketing Program Situation Analysis

Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior

Part 3: Analyzing the Communication Process

Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors

Part 4: Objectives and Budgeting for Integrated Marketing Communications Programs

Chapter 7: Establishing Objectives and Budgeting for the Promotional Program

Part 5: Developing the Integrated marketing Communications Program

Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing and Marketing on the Internet
Chapter 15: Internet and WWW
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18:Personal Selling

Part 6: Monitoring, Evaluation, and Control

Chapter 19: Measuring the Effectiveness of the Promotional Program

Part 7: Special Topics and Perspectives

Chapter 20: International Advertising and Promotion
Chapter 21: Regulation of Advertising and Promotion
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Glossary of Advertising and Promotion Terms
End Notes
Credits and Acknowledgements
Name and Company Index
Subject Index